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How Companies Get Social Business Intelligence

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People are talking. Listen! The open nature of Social channels helps you build Customer Lifetime Value by observing and cultivating Share of Voice, Sentiment, Influence, Perceptions, Channels, …

People are talking. Listen! The open nature of Social channels helps you build Customer Lifetime Value by observing and cultivating Share of Voice, Sentiment, Influence, Perceptions, Channels, Products, Markets, Brand Value and more. This, in turn, helps you win customers, advocates, partners, allies, talent. Here are some key questions to ask to help you identify and act on those opportunities created when people talk about you.

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  • 1. Social Business Intelligence Ed Alexander Chief Digital Consultant How some companies get how customers happen
  • 2. -------------------------------------------------------- It’s all about Customer Lifetime Value (CLV) CLV, a universal performance indicator, can be measurably improved by using Social Media to observe and cultivate: Share of Voice Sentiment Perceptions Channels Products Markets Brand Value Needs Influence How audiences behave How you respond 2
  • 3. Ask: Who else besides us is driving conversation in our industry? Is the conversation positive or negative? What events or topics attract attention that we should amplify? Are there new or existing topics where our voice can lead? Stock news, Exec speaks, Jobs Q3 FY 2014 Financials Share of Voice FG500 MFR 3
  • 4. Share of Voice Monthly Ask: How successful are we at capturing mindshare vs. our competitors? FG500 MFR 4
  • 5. Share of Voice Monthly Ask: How successful are we at capturing mindshare vs. our competitors? A: “Neck and neck” with a benchmark rivals… FG500 MFR 5
  • 6. Share of Voice Ask: How successful are we at capturing mindshare vs. our competitors? …but with a 10X more engaged audience. 6
  • 7. Ask: What are people saying about our organization? Is our own Brand Journalism influencing audience sentiment? How successful are we at mitigating crises? Sentiment FG500 Client 7
  • 8. Ask: Who is talking about our markets, companies and brands? How influential are they? Do the prominent influencers support us, or our competitors? Influence mentions Global MFG Client 8
  • 9. Influence How can we measure the effectiveness of our outreach efforts? Here is one method: Short URL tracking. Example: Useful life of a post Linkedin: 14 days Facebook: 36 hours Twitter: 24 hours+ link > shortlink LinkedIn Mobile apps (LI, TW, FB) Twitter 9
  • 10. Ask: What do our target customers think about our competitors? How much do people talk about them? What are the key topics and dominant social channels? Do different customer groups’ perceptions of us differ? Are there advantages we should be exploiting, or perceptions we should be acting to change? Perceptions 10
  • 11. Ask: What content engages our audiences most effectively? Where can we invest, tune and re-purpose content to engage more effectively, attract buyers, serve customers and shape perceptions? Perceptions Talent Acquisition Media coverage Product & Partners Thought Leadership 11
  • 12. How strong is our voice on our markets’ social channels? Where are competitors’ voices strong? What product / service campaigns are our competitors running? What is their brand messaging? How do they position themselves? How do we differentiate? Brand Value Example: Crushing it on Twitter 12
  • 13. Brand Value Our company What channels can we monitor to measure Brand Value? 13
  • 14. Which social channels are used by our customers and audiences? Are geography, industry or other characteristics worth noting? Are there expressed or implied needs that we can explore and perhaps fill? How does our Engagement compare to benchmark competitors? What aspects of our organization can be made more successful by engaging relevant social audiences? Product Development Example: Crushing it on LinkedIn 14
  • 15. Markets Topical audiences: How successful are we at gaining traction with our audiences? Who is opting in and staying engaged? Are we getting expected results from each audience channel? Where do we need to invest resources for better results? Monthly Addressable Market Monthly Reach by Channel 15
  • 16. Markets Geographic audiences: Does our geographic reach meet its potential? Where are there new global opportunities? 16
  • 17. Share of Voice Sentiment Perceptions Channels Products Markets Brand Value Needs Influence You build Customer Lifetime Value when you build: Monthly Addressable Market Monthly Reach by Channel 17
  • 18. DIY Guides, free at our Resources page or by request: • Social Business Leadership • Finding ROMI (Return on Marketing Investment) • Just a few Email Marketing Best Practices (how we beat benchmarks) • Brand Journalism on LinkedIn • Landing Page Basics • Analytics and Insights Case Studies • Demand Generation Content Guide • CRM Readiness Assessment • Sales and Marketing Alignment - Thought Starters …and more This is how we do it 18
  • 19. Resources used to prepare this report Buzzsumo SEMRush CognitiveSEO SimilarWeb Facebook SocialCrawlytics Google Analytics Tweepsmap Hootsuite Twitonomy HubSpot Twitter LinkedIn VerticalResponse Microsoft Office Suite Vimeo Moz.org YouTube Radian6 ZohoCRM Salesforce.com 19
  • 20. Thank you! Ed Alexander Chief Digital Consultant ed@fanfoundry.com +1 (781) 492-7638 USA East For more information, contact: @fanfoundry how customers happen 20